I was going through an article that was published on www.campaignlive.co.uk which really caught my eye. It mentioned that for the first time in the history of online media, a survey confirmed that smartphones are the primary device for going online instead of computers. It mentioned that on its Communications Market Report 2015, telecoms regulator Ofcom said 60 percent of consumers aged 16 to 24 now use a smartphone as their main device to access the web. This is compared to 31 percent of 35- to 54-year-olds and 10 per cent of those aged over 55-years-old.
This makes more sense than what it’s given credit for, since according to data from the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker, vendors shipped a total of 334.4 million smartphones worldwide in the first quarter of 2015 (1Q15). Mobile Phones are part of a monumental market that doesn’t seem to stop growing.
We’ve worked with several online media campaigns which have centered on smartphone ads, but I believe there is a lot more to come. Every company, every online media agency must focus more on mobile advertising and not so much in what is known as traditional advertising. All of this obviously depending on the target audience given that every different advertising option, whether it is mobile/tablet, display or video, reaches different demographics so a better result is obtained when the right campaign is run through the right channel.
I’ve come to realize that online media advertising has the advantage of getting even more means to reach their target market. Therefore the opportunity of selecting the right channel on a more granular manner is growing on a very accelerated pace. This is an advertiser’s goal since it guarantees a better ROI for their campaigns.